Increasing Product Sales for an E-commerce Brand through Performance Marketing and Conversion Optimization
Tl;dr
Happy Scribe signed up to our SaaS Link Building service and we increased their monthly signups by 127% and their clicks by 73%, from non-branded organic search to target pages, in just 5 months. This meant that we reached a cost per signup of just €1.
65%
MoM decrease in CAC
2960%
WoW increase in app installs from Google UAC
84%
Organic website traffic
Objective :
The objective of this project was to increase product sales for an e-commerce brand that was facing challenges with a negative Return on Ad Spend (ROAS). The goal was to turn the ROAS positive and drive revenue growth.
Challenges :
The main challenge was the client’s negative ROAS, indicating that the previous marketing efforts were not generating enough sales to cover the advertising costs. Additionally, the client wanted to create brand awareness around the “Vegan Lifestyle” to attract the right target audience and increase engagement.
Service provided :
We provided a combination of performance marketing and conversion optimization services to tackle the challenges faced by the client. This involved identifying high-performing products, creating a brand narrative around the “Vegan Lifestyle,” conducting brand awareness campaigns, and implementing data-driven strategies for sales campaigns targeting specific user personas and product categories.
Execution/ Approach :
Mapping Hero and Trending Products: We analyzed the client’s product catalog to identify the best-performing products (Heroes) and trending items that aligned with the target audience’s interests and preferences.
Creating Brand Narrative: We developed a compelling brand narrative centered around the “Vegan Lifestyle.” This narrative aimed to resonate with the target audience and differentiate the client’s brand from competitors, positioning it as a reliable source for vegan products.
Brand Awareness Campaign: We launched a brand awareness campaign to increase visibility and engagement among the target audience. By leveraging various digital marketing channels, we reached out to potential customers and collected valuable data on user behavior and preferences.
Data Collection and Analysis: The data collected during the brand awareness campaign provided insights into user behavior, allowing us to understand the audience’s interests, engagement patterns, and purchasing habits. This data formed the basis for the subsequent sales campaigns.
Sales Campaigns: Based on the user persona data and product categories, we designed targeted sales campaigns that focused on driving conversions. By aligning the right products with the appropriate user personas, we optimized the chances of generating sales.
Result :
The results achieved within the project timeline were as follows:
- Sales started to come in within just 35 days, indicating the effectiveness of the performance marketing strategies implemented.
- The ROAS increased by 1.5 times within 60 days, surpassing the client’s initial goal. This positive ROAS demonstrated the successful turnaround of the client’s marketing efforts and the ability to generate revenue that exceeded advertising costs.
Conclusion :
By combining performance marketing and conversion optimization strategies, we were able to address the client’s challenges and achieve remarkable results. The focus on mapping high-performing products, creating a brand narrative around the “Vegan Lifestyle,” and conducting targeted sales campaigns resulted in a significant increase in product sales.
Furthermore, the achievement of a positive ROAS within the designated timeframe showcased the success of our approach and the client’s increased revenue growth. This case study highlights the effectiveness of data-driven marketing strategies and the impact they can have on e-commerce brand success.